On Thursday, AT&T made some changes to its Mobile Share plans. Instead of a sliding scale, those using a subsidized phone will now pay a flat $40 per month for unlimited talk and text. Of course, data is extra. The problem is that some families were playing as low as $30 a month for each device using the sliding scale, so these people will end up paying more. AT&T did announce that those who bring an unsubsidized phone to the table will only pay $25 a month for that device, saving them $15 monthly. Lowering the base rate for those with an unsubsidized phone is something already offered by T-Mobile and Sprint.
At T-Mobile, the carrier's executives were not impressed. In an email to CNET, T-Mobile marketing executive Andrew Sherrard said that AT&T's new plan "misses the mark". More importantly, Sherrard noted that a family of four can save more than $600 over AT&T in the first year using T-Mobile's Simple Choice plan.
There is some sort of animosity between the two carriers dating back to last year's CES in Las Vegas when T-Mobile's CEO John Legere called AT&T's network "crap". Since then, it has been T-Mobile making consumer friendly changes while AT&T, Verizon and Sprint try to play catch-up.